Jerry-Built Look

The show: “Seinfeld” (Wednesday nights at 9:30, NBC).

The setup: The slightly neurotic stand-up comedian with adolescent tendencies, Jerry Seinfeld (pictured), his real and TV name, lives alone in New York City. His encounters with friends and neighbors--Kramer (Michael Richards), ex-girlfriend Elaine (Julia Louis-Dreyfus) and George (Jason Alexander)--become fodder for his stage act.

The look: Uh, we don’t know if Nike Inc. has any plans to christen an athletic shoe after one of its most fervent fans, but it sure would make Jerry Seinfeld’s day to see his name on a pair of Air Seinfelds. Fact is, he dresses just like he behaves. “I would call it New York immature,” surmises Seinfeld. “A guy in his 30s who refuses to give up jeans and sneakers from his 20s.” His fashion idol? “Bill Cosby on ‘I Spy’ in Adidas. I flipped out.”

In any case, Seinfeld’s feet are shod in white socks and Nikes--Air Mowabs, Air Huaraches, Air Jordans and Cross Trainers--all mid- or low-cut, white or multicolored sports shoes. “Comedians have a thing about their feet--they almost never wear shoes when they’re not being paid,” Seinfeld says. The rest of his ensembles are tres Gap.

In scenes where he performs his stand-up act, Seinfeld’s clothes take a style dive. His pleated trousers worn with silk shirts, blazers, hand-painted ties and loafers are neither here nor there. Costume supervisor Marie Burk turns the other characters into a colorful bunch. Elaine’s long rayon dresses and oversized jackets and skirts suit her earthy style. Kramer’s ‘50s bowling shirts and baggy trousers are appropriately kooky. George’s cardigans and khakis make him Seinfeld’s straight-arrow foil.

The stores: Aside from shopping sprees for Seinfeld at the Gap, Burk visits local clothing stores for much of everything else. Some of Seinfeld’s dress-up sportswear is found at Nordstrom, while some of his leather jackets come straight out of his own closet. Many of Elaine’s dresses are from two Los Angeles boutiques, Janice McCarty and Atlas. Kramer’s vintage shirts are found at garage sales and at stores such as Polkdots & Moonbeams in L.A.

The payoff: Seinfeld’s character is most appealing when he’s just looking like himself.”